10 Key elements of E-Commerce Service
4 years ago
Owing an online shop means that customers can reach you from anywhere any time. It’s a potential that more and more companies attempt to exploit. Do they all succeed? What determines success? Undoubtedly, one of the key elements is well-prepared e-commerce service.
The most effective e-commerce sites are not created solely for sale purposes. They must engage customers by providing them both what they need and products they didn’t even think about but are able to buy them.
Online shopping have long ceased to be merely "purchasing things." So let's look at how to create a perfect sales platform that would be friendly, useful and engaging.

1. Detailed but concise product information

Before purchasing internet users most often seek information (together with opinions of other consumers) about the product online. Therefore, you should make sure that potential customers do not have to check out other websites but would be able to find all necessary information on a particular subject in your shop. This way they will stay longer on your website and simultaneously you will limit a risk that they will make a purchase elsewhere.
Information about the product should be comprehensive and concise. Find out what information your clients are looking for and bring them to the fore. Give them a chance to know other users’ opinions too. Enter good quality photos of different sizes.

2. Implement an efficient search engine

There is nothing more frustrating than not being able to find a product in online shop. Therefore, a well prepared search engine allowing for precise filtering is one of the most important elements on each sales site. This is especially important if you have a wide range of products. 

3. Easy payment process

What does the payment process look like in stationary stores? You choose a product, stand in the queue, then go to the checkout and pay. Easy, right? When customers encounter any problems, eg. a long queue, broken payment terminal, rude service, they are usually frustrated, dissatisfied, and sometimes they may even give up the purchase.
Same principles work with online shopping. The more obstacles to complete the transaction, the greater risk of abandoning the cart. The whole process must be quick, painless and limited to a minimum.
In addition, the way from choosing a product to payment should be as short as possible.  Online customers don’t like going through too many pages. So allow them to enter all the necessary data on one page, and then confirm it on the next. This way you will limit the risk of abandoning the cart on one of the stages of payment process.

4. User-friendly navigation

E-Commerce Website must be relatively easy to use. First good impressions from scrolling a page prompts the user to stay on it longer, as well as visit it in the future. Menu, list of product categories, search engine etc. should be placed in a visible place. Make sure that all products are named and in the right category.
In addition, check whether each page allows you to easily return to the home page, if cart icon, transition buttons to other categories and contact information are visible.

5. Cart functionality

Cart in online shops is one of the most important elements. It must be simple, identify the company with its brand (colours, corporate logos) and visible on each sub-tab of the product.

The website should include all essential elements, which clients need to make successful purchases. You should include such functionalities as, i.a. ability to change the number of purchased products, various shipping options and payments, the chance to add more products as well as to stop the purchase etc.

6. Only the necessary functionalities and a clear design

The structure of the page should be intuitive and simple, while the design clear and attractive. It is better to give up too complicated functions so that the user does not feel lost. Just take the example of large e-commerce sites such as Amazon or eBay that are user friendly, customer-oriented and the whole purchasing process is simplified to its minimum.

7. Why is the customer to buy in your store?

The competition among online stores is relatively large, so you should consider the elements that will make you stand out, and at the same time will encourage the customer to buy at your shop! Make a message with offered amentities visible on the website.
Here are some examples of what eSellers frequently offer their customers:
  • free delivery
  • next day delivery
  • the possibility of payment in installments
  • the lowest prices on the market
  • 24h Customer Service
  • secure payment

8. Customer Support

Customers who browse products online and wish to make a purchase should be confirmed in their beliefs that at any time they will receive assistance from the eShop Customer Service with any problems or concerns.

Customer Service contact must be easy to find. As it turns out, customers are much more willing to quickly complete the transaction when they know they can get support.

9. Long-term relationships with clients program

It is important to build lasting relationships with clients. A loyal customer is a returning customer who promotes the shop better than any other form of advertising. E-commerce sites should give the opportunity to register to the service, to subscribe or create your own shopping panel. Loyal customers should be rewarded, e.g. with discounts.

Social networking sites help in maintaining solid relationship with your customers. This is the place where customers are very often asking questions about the products, asking Customer Service for help or reveal their dissatisfaction. By monitoring social media and keeping track of company's profile, you can effectively upgrade the value of your brand. Newsletters with information about special offers, new products, discounts etc. are of the same importance.

10. Marketing

When you have a perfectly prepared e-commerce service, you must inform your potential customers about it. First and foremost, think about how much budget you can spend on marketing. Promotion can be done both on the Web and beyond it. You can read more about such activities in our entry How to increase online sales?

The success of marketing strategy usually depends on the right promoting tools which are:
  • adjusted to the specifics of e-commerce service
  • increasing the chances of reaching out to the biggest target group
  • effective with simultaneous cost optimisation
Planning to create an online e-commerce? Contact us. We will tell you how to build a solid Online Shop and develop an effective marketing strategy.
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